Bridging the Divide: A Miele Exec Explains the US and European Markets

Different markets, different expectations

Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.

It's no secret that Americans and Europeans have different preferences when it comes to appliances. In Europe, energy prices are high and spaces are small, so efficiency and design are key. Americans value speed, performance, and low upfront prices.

Regulatory differences and voltage issues further complicate the matter. And that's why you'll never see most of the companies at IFA at your local appliance retailer.

Some, however, bridge the gap. As one of the few manufacturers whose products regularly cross the Atlantic, Miele is in a unique position to understand the differences between the two markets. We spoke with Christian Gerwens, who is in charge of the German company's operations outside of Europe. He gave us some insight into what it takes to be successful in two totally different cultures, and talked a bit about future products.

Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.

What's Your Take?

All Comments
Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below